3Q 2013 DR Radio Media Billings Slip 5.4 Percent

Increased spending on campaigns outside the top 10 helps ease the fall, but quarterly results still drop for a third straight year.

Third-quarter 2013 DR radio media billings — provided by Kantar Media — fell by $568,800 compared to 3Q 2012, a 5.4-percent dive to $10,020,800. This marks the third consecutive 3Q drop. However, the continuing expansion of the local radio space, combined with solid spending beyond the quarter’s top 10 campaigns, helped keep DR radio above the $10 million mark for the quarter.

Multiplying Losses

Eight of the 17 categories reported losses in the quarter (two categories remained stagnant). On the positive side, the “Household, Furniture and Appliances,” “Computers, Software and Home Office” and “Publishers and Book Clubs” categories combined for $1.1 million in gains.

On the other end of the spectrum, the “Multiple Category Ad” group was, by far, the biggest dollar-on-dollar loser, dropping $687,800 (27.8 percent) of its 3Q 2012 total. The “General” and “Crafts, Hobbies, Sporting Goods and Toys” categories also struggled, combining to lose more than $800,000 from last year’s 3Q results. Three categories zeroed out in 3Q 2013 after showing measured spend a year ago: “Apparel” ($77,800); “Home and Building” ($100,200); and “Video Supplies and Equipment ($5,400).

Local Spending, Smaller Campaigns Rise

Unsurprisingly, the one DR radio media outlet to report a gain in 3Q 2013 is local radio, which added to its market share lead in a big way. Local netted an additional $341,300 in 3Q 2012, increasing its share by 7.2 points to 74.3 percent. Network radio took the brunt of that market share hit, with its $796,200 loss dropping its share by six points.

The total number of DR radio campaigns aired in 3Q 2013 was 59 — down 3.3 percent from 3Q 2012. Spending in the top 10 campaigns — while still accounting for 83.6 percent of the total — slipped by nearly $750,000. However, spending on campaigns outside the top 10 did its best to make up for those losses, gaining 2.5 points of market share. The average spend on a campaign outside the top 10 rose more than 16 percent to $33,616.

Six of the 10 campaigns from 3Q 2012’s top-10 list made this quarter’s list — Select Comfort Direct Corp. retained the No. 1 spot, while Hershey Chocolate USA fell from No. 2 to No. 3. Purity Products, No. 3 a year ago, moved up to No. 2 in third-quarter 2013. ■